Hong Kong’s Destination Image in the Eyes of Residents

Hong Kong’s tourism is facing the challenge of sustaining its position among destination competitions. A destination’s image is crucial to its marketing success; therefore, seeking an understanding of the nature of images is important to build a more favorable image and enhance a destination’s attractiveness. This study examined the perceptions of local residents about the image of Hong Kong as a tourist destination. Three-hundred and four local residents were surveyed to determine their perceptions of Hong Kong’s destination image. The overall perceived image of Hong Kong in the view of its residents was positive. Residents felt that convenient transport, freedom from threats of terrorism, and safety and security were the most important image. This study has also provided insightful implications for achieving the future sustainability of Hong Kong’s tourism development.